Loire Valley Wines Announces a Fresh New 2014 US Campaign

May 06, 2014 10:13 ET | Source:Loire Valley

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NEW YORK, May 6, 2014 (GLOBE NEWSWIRE) -- Just in time for spring's warmth, InterLoire and BIVC the Interprofessional body for Loire Valley wines, representing 61appellations and denominations within France's Loire Valley is launching a fresh look to this year's U.S. campaign.

Known for being fruity and crisp, the Loire Valley has a wide range of wines including still whites, reds, rosés, and sparkling. The region offers a wide array of tastes that can fit any American palate from dry to sweet that are made from single varietals and easier to understand. We are so excited to continue promoting our wide range of wines in the U.S., we have a great list of events and programs that will help Americans discover Loire Valley Wines!"says InterLoire Export Director Claire Duchene.

InterLoire and BIVC have been promoting Loire Valley Wines in the US for twelve years and is kicking off their US campaign with an inclusive 3-year program that will highlight the Loire Valley and will also focus on several appellations. From the region's coast, along the Atlantic, to its country and mountainside vineyards, the Loire Valley Wines campaign will be presenting the following appellations: Muscadet, Rosé d'Anjou, Rosé de Loire, Crémant de Loire, Chinon, Vouvray, Touraine, Quincy and appellations from Centre-Loire.

InterLoire and BIVC have redesigned their logo to reflect the diversity of their wines and producers to start off their new campaign. "This fresh design will attract new consumers and reignite excitement
amongst existing customers. Our campaign is tailored to touch influencers who can help spread the good word, and help build a stronger consumer base for Loire Valley Wines here in the U.S." says Pauline Oudin, Managing Director at Sopexa USA.

The 2014 Loire Valley Wines Campaign Includes:

• "Loire Valley Wines Restaurant Week": May 12th-19th 5-city tour
For the first time this summer, fifty restaurants in five cities including, Miami, Chicago, Los Angeles, New York and San Francisco in a partnership with Open Table will showcase five of their Loire Valley wines during the month of May. Additionally, from May 12th -May 19th, the participating restaurants will be pairing Loire Valley wines with a special pre-fix menu. For more information please visit http://loirevalleywinerestaurantweek.com/

• "Spring to Loire!"Trade Tasting Event May 15th NYC: To kick off the first major B2B event, "Spring to Loire!" is poised to gather over 200 industry professionals - importers, distributers, sommeliers, and wine buyers to taste a selection of Loire Valley Wines 1-5pm at Gallow Green Rooftop at the McKittrick Hotel, 542 West 27th St, New York, NY 10001.

• Media Outreach:
Two press trips will be organized in the summer for journalists to explore the Loire Valley and its wines. From July 15st to July 19th journalists will have the opportunity to visit the Loire Valley; tasting white wines from producers of Sancerre, Vouvray, Touraine, Chinon, and Muscadet among others. During September 8th to 12tth media attendees will be able to sample the region's sparkling wines. Press will also have the opportunity to sample wines at various events that highlight Loire's white wines like Savennières and Crémant de Loire in New York City.

Social Media Program: ongoing
Loire is looking to grow their community of young, modern, and edgy wine lovers with a social media campaign. The wine bureau will be interacting with their Twitter (@loirevalleywines) followers and Facebook (www.facebook.com/loirevalleywinebureau) friends about the different appellations that come out of the region. By using the hashtag #UrLoire, Loire Valley Wines wants to ensure that new and old customers are part of the conversation.

• Targeted Programing for 9 Loire Valley Appellations: In addition to the overall program specialized campaigns have been developed to help Americans understand the diversity of Loire Valley Wines. Specific programming includes educational outreach, media outreach, and consumer events.

ABOUT INTERLOIRE

InterLoire (Interprofession des Vins du Val de Loire), the Interprofessional body for Loire Valley wines, came into being as a result of the determination of wine growers and merchants in the Anjou, Saumur and Touraine wine-producing regions to defend and develop their Appellation d'Origine Contrôlée (AOC) wines (the AOC is the highest legal classification for wine in France).

InterLoire has four main roles:

To increase awareness and promote the image of wines from the region both in France and abroad.

To develop the quality of these wines and support regional technical development.

To organize and harmonize common professional practices and relationships under the control of the authorities.

To publish economic analyses of the market.

InterLoire also has one key aim: to sustainably enhance France's third most important wine-producing area.

ABOUT THE BIVC

The Bureau Interprofessionnel des Vins du Centre (BIVC) was born January 17, 1994. Today it brings together seven
vineyards located upstream of the Loire Valley and spread over the departments of Cher, Indre and Loiret. These
vineyards are:

SANCERRE

POUILLY FUMÉ

MENETOU-SALON

QUINCY

REUILLY

SLOPES OF GIENNOIS

CHATEAUMEILLANT

The objectives of the BIVC are:

statistical monitoring of production,

a definition of market conditions and the conditions of payment,

the promotion of quality (through, among other things, analyzes laboratory SICAVAC)

Sopexa USA, headquartered in New York City, is one of 26 offices around the world, spanning 43 countries. At the global level, 43% of turnover is owed to the wine-related Communication Campaigns & Events with clients representing the regions of Burgundy, Beaujolais, Bordeaux, Chablis, Alsace, the Rhone Valley, Loire, Languedoc, Roussillon, South West and Provence. Sopexa also manages several food-related campaigns and is opening its doors to include more lifestyle clients in and outside of France.

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